How to Create Emotionally Satisfied Customers

Creating emotionally satisfied customers – not merely rationally satisfied customers – is key to the success of your business or organization.

Last week, I referenced a study that disclosed a shocking fact about customer satisfaction. Recall that the study examined three categories of customers: dissatisfied customers, rationally satisfied customers, and emotionally satisfied customers. The research revealed two significant findings.

• First, emotionally satisfied customers present the lowest risk of abandoning your business.

• Second, rationally satisfied customers are just as likely to abandon your business as dissatisfied customers.

Although the first finding is expected, the second finding is startling. Indeed, it emphasizes the critical need for a business or organization to cultivate emotional, as opposed to merely rational, connections with customers.

How, though?

Consider these three simple strategies that your business or organization can easily implement to strengthen emotional connections with customers.

• Refer to Customers by their Names. When communicating with customers, use their names. As Dale Carnegie astutely observed, “A person’s name is to that person, the sweetest, most important sound in any language.” Accordingly, make a conscious effort to refer to each customer by his or her name. After all, who really likes being addressed as “Dear Valued Customer”?

• Leverage Common Denominators. Back during my trial attorney days, I unabashedly identified “common denominators” I shared with potential jurors. In a jury trial, each attorney usually has an opportunity to individually question potential juror members. This is referred to as voir dire, which, in my humble opinion, is the most important component of a jury trial. (The current CBS television series Bull actually highlights this trial process.) For example, if a potential juror disclosed that he or she possessed an undergraduate degree from Florida State University, I likewise shared that I also graduated from Florida State University. Or, if a potential juror indicated that he or she had a daughter, I also shared that I had a daughter. No, I didn’t lie or exaggerate; however, I listened closely so I could readily identify any “common denominator” I might share with a potential juror. Why? Because a potential juror is more apt to “like” an attorney who possesses something in common with him or her, and if such a juror “likes” the attorney, there is a greater likelihood that he or she will “like” the attorney’s case.The same concept applies to customer service: customers are more apt to “like” customer service representatives who possesses something in common with them — such as children, hobbies, or interests. When customers “like” your customer service representatives, they are more likely to “like” — that is, feel an emotional connection with — your business or organization.

• Engage in Random Acts of Kindness. Practice the habit of performing random acts of kindness for your customers. For example, craft handwritten, snail-mail thank-you notes to your customers. If you live in a northern climate, brush snow from your customers’ vehicles while they are shopping inside your business. Or, if you have B2B customers, drop off a dozen donuts or bagels to them one morning. Everyone loves “nice” surprises, and your customers are no different. Indeed, some of them might even share their delight on social media.

Yes, but how can we ensure that our customer service surveys are measuring emotional satisfaction instead of only rational satisfaction?

Another great question, and we’ll share some powerful customer service survey suggestions next week!

In the meantime, have (another) emotionally “customerific” week, and don’t forget to visit our website to learn more about our engaging and practical customer service training that we offer onsite or online.

Mark